After a re-entry into the world of watch enthusiasts, the AMIDA Digitrend—the iconic 1970s Swiss ‘casquette’ watch and now a GPHG 2024 ‘Petite Aiguille’ nominee—is making a comeback. Revived in two fresh versions inspired by its late-70s origins, the Amida Digitrend can now be found in silver, black and gold models.
Press release with commentary in italics.
Amida Digitrend in Black and Gold
The pricing for the Amida Digitrend starts at CHF 2,900 (approximately $3,340 USD) for the steel model, with the black DLC and gold PVD models priced higher. The watch is available with either an Alcantara strap or a case-matching bracelet.
Commentary
The Amida Digitrend 2024 is a notable reintroduction of a classic 1970s design, celebrating its 50th anniversary. This watch features a unique vertical time readout enabled by a sapphire prism, powered by a Soprod automatic movement. The design maintains a retro-futuristic aesthetic, with options in black DLC and gold PVD finishes. Here is our comprehensive review of the launch edition.
Overall, the Amida Digitrend 2024 combines nostalgic design elements, their iconic reflective display with a modern movement, making it a viable choice for enthusiasts of vintage-inspired timepieces.
Press release
Following a spectacular re-entry into the world of watch enthusiasts, the AMIDA Digitrend – the iconic 1970s Swiss ‘casquette’ watch, now a GPHG 2024 ‘Petite Aiguille’ nominee – is making a dazzling comeback. Revived in two fresh versions inspired by its late-70s origins, it’s set to capture imaginations once again.
This time around, the Digitrend arrives in two versions: one dressed in sleek black for the Classic Black Edition; the other in a bold 4N gold PVD finish, both echoing retro-futurism and the Space Age. The excitement of 1976 is back in 2024, as the watch’s timeless design re-emerges, undimmed and ready to shine.
This summer, as the Paris Olympics opening ceremony pulsated to Cerrone’s iconic electro track Black is Black—released the same year as the Digitrend in 1976—AMIDA unveiled two new re-editions. One features a sleek black DLC-coated steel case, while the other, an ultra-limited edition, dazzles with a vintage-inspired 4N gold PVD finish.
The driver’s watch is back on the wrist in a big way.
The design draws inspiration from the sports cars of the era, blending a futuristic aesthetic with hybrid functionality, combining a mechanical movement with a distinctive “LED-style” display.
Instead of a traditional dial, the time is shown on a display beneath a sapphire prism, evoking the dashboard of a sports car or the control panel of a spacecraft.
The case, bold and streamlined, evokes the sleek lines of a sports car or a rocket’s fuselage. Its ergonomic design naturally conforms to the wrist, while the vertical display—designed for easy reading without lifting a hand from the wheel—cements the Digitrend’s status as a true driver’s watch. With a modern and versatile 39.8 mm width, it fits comfortably on any wrist.
Digitrend Black and Gold Editions: Back to the Core of the Modern Cool Watch
The new AMIDA Digitrend impresses with a host of enhancements. The bodywork-inspired case, crafted from solid block of 316L stainless steel and available in either black DLC or 4N gold PVD, has been subtly refined with improved finishing, while retaining its signature streamlined look.
This distinctive case now features a specially designed case back that reveals the regulating organ of the self-winding mechanical movement. It houses the Soprod Newton caliber (23 jewels), which beats at 28,800 vibrations per hour (4 Hz) and provides a robust power reserve of around 44 hours.
The internal module, developed with a minimalist dual-disc design comprised of just nine components, incorporates jumping hours for optimal efficiency and precise timekeeping, with tight tolerances.
These technical upgrades are accompanied by aesthetic refinements, such as a redesigned minute aperture and reworked typography based on the original orange numerals for hours and minutes, a hallmark of the 1970s. The black DLC steel bracelet is also available with an Alcantara option featuring an orange lining.
A Display Inspired by the Submarine Periscope
The time is displayed through a clever optical effect created by a sapphire prism, allowing for a lateral readout that delivers clear and precise digital readings.
Drawing on the principle of a submarine periscope, where a horizontal image is projected vertically, AMIDA has named this system ‘LRD’ (Light Reflecting Display). As documented by Patent No. 3,786,626 issued on January 22, 1974 to its inventor Zeno Hurt in Molhin, Switzerland, for AGON Uhrenfabrik Robert Triebold AG, this clever innovation sets the DIGITREND apart as a truly extraordinary timepiece.
